The Following Questions Focus on Conjoint Measurement

Multiple Choice

The following questions focus on Conjoint Measurement:
-Which of the following is FALSE?

A) A linear preference model for a conjoint analysis study implies that subjects always prefer more or less of the attribute.
B) The utilities of the various levels of an attribute used for conjoint analysis can be used to infer the importance of an attribute to a subject.
C) An important trade-off occurs for respondents between easier judgments but more of them when using the full profile approach to presenting attribute combinations in a conjoint analysis.
D) It is generally recommended that the ranges for the various attributes in a conjoint analysis study be made somewhat larger than what is normally found.
E) a and c.